MIDDLE RIVER, KANGAROO ISLAND

INTERNATIONAL MARKET PROFILE

MARKET OVERVIEW

}}The United Kingdom (UK) }}UK visitors are affluent experience }} South Australia’s nature and wildlife }}Being a mature market continues to be South seekers who generally without assets on Kangaroo Island, the with long length of Australia’s largest inbound children and look for authentic and Eyre Peninsula and in the Flinders stay and propensity for market with strong leisure immersive experiences. They especially Ranges & Outback as well as the self-drive, visitors from and visiting friends and tune in to local people, through the food and wine regions of Adelaide the UK disperse well relatives visitation. strong ties between Britain and Australia. and surrounds have strong appeal. throughout the state.

FAST FACTS & FIGURES KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS Data is based on a 3 year annual average for the years ending Dec 2016 – Dec 2018 for all purpose visitors. 1% CLARE VALLEY 1% KANGAROO ISLAND UNITED KINGDOM HOLIDAY VFR BUSINESS OTHER TOTAL. 2% LIMESTONE COAST Visits (SA) 36,000 29,000 5,000 3,000 65,000 2% BAROSSA Visits (AUS) 387,000 421,000 62,000 112,000 684,000 3% EYRE PENINSULA Nights (SA) 295,000 533,000 61,000 131,000 1,019,000 3% ADELAIDE HILLS Nights (AUS) 9,918,000 8,266,000 834,000 3,748,000 22,766,000 3% RIVERLAND VISITS ALOS - Nights (SA) 8 18 12 44 16 5% FLINDERS RANGES & OUTBACK 7% FLEURIEU PENINSULA ALOS - Nights (AUS) 26 20 13 33 33 73% ADELAIDE EXPENDITURE $86,000,000 0 20 40 60 80 100

APPEALING EXPERIENCES LENGTH OF STAY IN SOUTH }} Adelaide as Australia’s vineyard city and gateway to the regions. Boutique city with AUSTRALIA BY AGE GROUP coast and hills on the doorstep. Attractions such as the arts/mural dotted streets, 15-24 30 laneways/hideaway bars, iconic Adelaide Oval and world-class dining options. SA Target Audience 25-34 16 }} Accessible wildlife and nature with Kangaroo Island being the primary focus for 35-44 10 immersive and up-close experiences. 45-54 10 AGE GROUP AGE }} Outback and nature in the Flinders Ranges & Outback from glamping to 4-wheel 55-64 11 SA Target Audience drive, walking and wildlife. 65+ 18

}} Coastal and aquatic experiences on the Eyre Peninsula are emerging and gaining 0 20 40 60 80 100 DAYS traction through visiting media and trade. *Average length of stay is influenced by longer staying education and VFR sectors }} Food and wine with emphasis on paddock and ocean to plate. Main regions include Barossa, Adelaide Hills and Fleurieu which continue to develop with new offerings intertwined with nature experiences. SEASONALITY 20% }} Self-drive journeys including the Southern Ocean Drive (Adelaide to Melbourne touring route) and the Explorers Way (Adelaide to Alice Springs/Darwin). Train 18%

Journeys have particular appeal to the UK market. 16%

}} Niche and special interest experiences such as birdwatching and walking. 14%

12%

10% VISITORS 8%

6%

4%

2%

0 J F M A M J J A S O N D MONTH OF ARRIVAL IN SOUTH AUSTRALIA

TOURISM.SA.GOV.AU MIDDLE RIVER, KANGAROO ISLAND

INTERNATIONAL MARKET PROFILE UNITED KINGDOM

VISITOR ACCOMMODATION TRAVEL PARTY PACKAGE AGE PROFILE USED DESCRIPTIONS TOURS

6 6 4 5 5 1 3 5 4

1 3 1 1

2 4 2 2 2 3

1 15-24 12% 1 Home of friend/relative 51% 1 Unaccompanied 48% 1 14% 2 25-34 19% 2 Rented house/apartment/unit/flat 18% 2 Adult couple 36% 2 Non-package tour 86% 3 35-44 10% 3 and similar accommodation 12% 3 Family group 6% 4 45-54 13% 4 Backpacker/hostel 5% 4 With friends/relatives 5 55-64 20% 5 Other 11% travelling together 8% 6 65+ 26% 6 Homestay 4% 5 Business 2%

TARGET MARKET PROFILE KEY THEMES MARKET INSIGHTS }} This target market is comprised of affluent }} Coastal }} The trade remains extremely supportive and are very experience seekers; generally older couples }} Nature & wildlife important to the South Australian Commission’s 50-69 years of age who are often second time }} Food & wine (SATC) strategy. At the stage of booking, over 50% of visitors to Australia. }} Self-drive & Journeys consumers book out of region travel via distributors, with travel agents (either in person or telephone) being the }} Youth travellers and those visiting Australia Number 1 booking source. on a Working Holiday Visa are also integral. }} The SATC works closely with key trade partners to ensure AIR ACCESS strong product representation, conversion and to grow market share. }}  which provide direct access to Adelaide from the UK with one stopover include Singapore Airlines, Cathay Pacific, Emirates, Malaysia }} With the improvement of one stop access, this Airlines, Qantas Airways, Qatar Airways and China Southern Airlines. presents exciting opportunities to engage directly with }} Emirates and Qatar Airways offer regional connections with one stop consumers through PR and digital platforms. connections from the UK to Australia out of Birmingham, Manchester, }} It is vital for operators to maintain strong relationships (Qatar only), Ireland and Scotland. Singapore Airlines also offer with all of the key inbound tour operators for this market. regional connections from Manchester. }} Online research and bookings are increasing, therefore an up to date website and the ability to book online is paramount. When it comes to preferred sources for early planning, UK travellers are using a combination of online and offline sources, including general internet searching, talking to friends and family and past travel which makes up 82% of researching a destination.

}} Work with other operators to put forward a wholesaleable product to inbound tour operators as single products can get lost due to a cluttered marketplace.

TOURISM.SA.GOV.AU MIDDLE RIVER, KANGAROO ISLAND

INTERNATIONAL MARKET PROFILE UNITED KINGDOM

INFORMATION FIRST OR BOOKING SOURCES RETURN VISIT LEAD TIMES

Internet 47% 6-12 MTHS 25% Friend/relative in 42% 3-6 MTHS 32% Aust or visited 1 Previous visit(s) 29% 1-3 MTHS 24%

Travel agent 16% 3-4 WEEKS 8% 2 Other 14% 2-3 WEEKS 4%

Travel book or guide 9% 1-2 WEEKS 3% Did not get any <1 WEEK information 7% 4% 1 First visit 33% % OF SOURCES 2 Return visit 67% % OF LEAD TIMES

KEY DISTRIBUTION PARTNERS CONTRACTING & BROCHURE TIMES KEY WHOLESALE INBOUND REPRESENTATIVE Brochure contracting and production takes place from July PARTNERS COMPANY IN AUSTRALIA to October for release in November/December. Brochure

1ST CLASS HOLIDAYS SOUTHERN WORLD & PAN PACIFIC validity is 1 April – 31 March.

ABERCROMBIE & KENT DIRECT TOP TRAVEL WEBSITES AUDLEY TRAVEL ATS PACIFIC GOOGLE FLIGHTS TRIPADVISOR AUSTRAVEL AOT & DIRECT MR&MRS SMITH TRAVELOCITY BRIDGE AND WICKERS SOUTHERN WORLD & ATS PACIFIC EXPEDIA.CO.UK OPODO

BARRHEAD TRAVEL ATS PACIFIC TRAVELREPUBLIC.CO.UK CHEAPFLIGHTS SKYSCANNER TRAVELSUPERMARKET.COM COX & KINGS ATS PACIFIC LASTMINUTE.COM TRAVELZOO DESTINOLOGY PAN PACIFIC HOTELS.COM BOOKING.COM FLIGHT CENTRE UK DIRECT (INFINITY) BLACK TOMATO KAYAK.CO.UK FREEDOM AUSTRALIA ATS PACIFIC

GOLD MEDAL / TRAVEL 2 ATS PACIFIC SOCIAL MEDIA

IF ONLY PAN PACIFIC Find our Facebook page at SeeSouthAustralia

KUONI TRAVEL AOT

PREMIER HOLIDAYS ATS PACIFIC

STA TRAVEL AOT & DIRECT

THE LOTUS GROUP ATS PACIFIC

THE TURQUOISE HOLIDAY COMPANY SOUTHERN WORLD

TRAILFINDERS DIRECT & ATS PACIFIC CONTACTS TRAVELBAG ATS PACIFIC MARKETING DISTRIBUTION TRAVEL COUNSELLORS SOUTHERN WORLD MARTIN KAESLER [email protected] TRAVEL NATION SOUTHERN WORLD MANAGER, WESTERN MARKETS [email protected] WEXAS PAN PACIFIC

Source: International Visitor Survey Dec 16, Dec 17 & Dec 18 conducted by Tourism Research Australia. Unless otherwise stated, all data refers to the Annual Average results for the 3 years from Dec 2016 to Dec 2018. Totals may not add to 100% due to rounding. np = not published due to small sample size, VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights). Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are paid for before arrival in Australia. Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a result of your reliance on this information. Produced by the South Australian Tourism Commission April 2019.

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